Promoting dialog: the importance of two-way internal communication

Good communication starts with good listening. When we talk to friends and family, most of us know that it's important to listen carefully to what the other person has to say. But often this level of attentiveness is not transferred to the workplace - especially when managers share information with their employees.

Internal communication, i.e. the passing on of information within a company, must be two-way. In many companies, however, it is still seen as a top-down exercise: Managers or HR tell employees "what they need to know". The advent of remote working has exacerbated the problem, as the lack of face-to-face contact favors the unidirectional exchange of information, mainly via email.

Such approaches therefore neglect a crucial element of the communication process: open dialog and active listening to employees. If your company already has internal communication processes in place, you can take steps to encourage the two-way flow of information that can make a big difference. Internal communication platforms can also be easily used to encourage dialog between managers and employees.

Why it is important for employees to be heard

The main reason for this is that when employees know that their opinions matter and their ideas are taken into account, they are more likely to engage in their workplace. In a previous blog post, we discussed the many benefits of higher employee engagement. To highlight two examples: Research shows that companies with higher employee engagement benefit from 26% higher revenue and 81% less absenteeism.

Another reason is that employees who feel heard are more likely to be satisfied with their company and therefore become advocates of the company. Employee advocacy is an increasingly important lever in talent acquisition, PR and marketing. According to a study published in Public Relations Review, "employees are becoming the ultimate reputation makers or breakers in a world where every company is selling experiences rather than products". The study goes on to say that companies that win customers through employee advocacy achieve both higher contribution margins and higher retention rates.

And finally, managers who actively listen create trust within their organization. This creates a climate where employees feel comfortable sharing their views and concerns without fear of retaliation - an essential ingredient of a happy and productive workplace.

Valuable insights for managers

Two-way communication is also beneficial for managers. Team leaders who take the time to listen to employees can gain important insights. For example, they can pick up ideas from employees on how certain procedures and processes can be improved. This type of detailed, specific feedback is often overlooked in employee satisfaction surveys, which tend to be broader in scope.

Reading between the lines when listening to employees can give smart leaders clues on how to make their department a better place to work. Offering criticism, even if it is constructive, is not always easy for employees, but a regular, two-way flow of information makes it easier to identify weaknesses in management methods.

Finally, a free dialogue - especially if it takes place in a climate of trust - can help to identify dissatisfied employees and address the problem sooner rather than later.